If you have anything to do with your company’s social media, you’re probably well aware of your followers – how many you have, how many new ones are coming in and, worst of all, how many are unfollowing you on a weekly or monthly basis.
The latter of these stats often stings – and it’s a frustrating, but inevitable part of the process.
Why do these unfollows happen, you ask? Well, that varies from person to person. While there’s no hard-and-fast, singular reason that people unfollow brands on social media, there are some common motivating factors that tend to emerge over time.
Understanding these motivations is crucial if you want to prevent more unfollows and ensure a powerful, effective and impactful social campaign on the whole.
Have you noticed a number of unfollows on your brand’s social networks lately? Here are just a few of the underlying reasons it could be happening:
- You’re not delivering value. You’re not giving the follower anything they can use or leverage in their own lives. If you want to keep them around, find out what their needs and wants are, and then deliver that.
- You’re doing too much self-promotion. Followers expect a small amount of self-promotion, but if you’re doing it daily, you’re going to send customers running for the hills. An 80-20 split is the best thing to shoot for – 80% other content, 20% promotional content.
- You’re boring. People want to be entertained – to laugh, to cry and to feel a connection to you. If you’re just posting boring news items and stale press releases, you’re not going to be a very entertaining read. Temper your more boring posts with fun memes, jokes or contests, and keep your followers engaged at every turn.
- You’re impersonal. Do you use automated software to post on social media? Are your responses canned, or even worse, do you not respond to posts at all? This can give off an impersonal air and turn off customers to your brand in an instant. Remember: they follow you on social media to get to know you – to connect with your brand on a personal level. Make that easy for them!
- You’re using hashtags all wrong (or too often.) Only use hashtags where they make sense, and don’t take on 10 to every Tweet or Facebook post. This looks spammy – like you’re just in it for the follows and favorites. A Hubspot survey even said that 19 percent of people would unfollow a brand just because they misused hashtags!
- You’re posting too much. Followers want to hear from you. After all, that’s why they followed you in the first place. They don’t, however, want their feed filled with you and only you. Spread out your posts, and don’t overwhelm followers with content.
There are dozens of other reasons people unfollow brands (offensive content, repetitiveness, grammar errors, etc.), but these are the biggest ones. If you want to make sure your social efforts remain effective, take steps to avoid these faux pas in your own strategy.